New Pattison Media logo. (Photo credit: Pattison Media)

By Kevin Rothwell

New campaign to support local business

New look and name for Jim Pattison Broadcast Group

Apr 7, 2021 | 9:30 AM

After more than 20 years of operating under the name of The Jim Pattison Broadcast Group (JPBG), the B.C.-based company announced today it will be reorganizing under the new name of Pattison Media Ltd. effective May 1, 2021.

Pattison Media will also launch its initial media campaign, AMPLIFY Canada, in support of local business.

“We are excited to announce that our company is taking the next step in progressing from a broadcast company into a multi-platform media organization. As such, going forward, we will be known as Pattison Media”, President Rod Schween stated. “This new corporate brand symbolizes our commitment to nimbly navigate the new media and broadcasting landscape that we find ourselves in.”

The revised logo features three J’s in honour of owner, Jimmy Pattison, which come together to symbolize the three components of media that form the foundation of the organization – audio, video, and digital. The ‘play button’ in the middle of the new mark is also a universal symbol of moving forward.

“Over the past eight years, we have been growing, preparing, and reorganizing Pattison Media for the next evolution for our company. Our vision has always been that we need to grow beyond existing audio and video delivery platforms. The organization has, and will continue to have, a strong foundation in audio and video, but ultimately, we are a local content company, and that truly is what is at our core. Radio and television will be in our DNA for a long time to come, but especially since the arrival of the COVID pandemic, we have seen an acceleration of the changes in consumer habits, and therefore are committed to embracing and accelerating our involvement in new platforms,” Schween said. “JPBG has had a long history of supporting the communities in which it operates.”

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As part of the rebrand, Pattison Media has announced a $16 million campaign to support local business in Canada, highlighting its importance in communities, the Canadian economy, and the future of the organization.

“I was fortunate to grow up in a local small business, and without that experience, I doubt I would have the opportunities that I have been so fortunate to have experienced over my career,” Schween said. “Local business is the cornerstone of the Canadian economy and the heartbeat of our country. We are very excited to give back to the organizations, the people, and the businesses that make our communities and country, the great place it is to live.”

The AMPLIFY Canada campaign will bring an injection of support in markets across Canada, where Pattison Media operates. With 48 radio stations, three TV stations, 17 news portals, and 36 markets across B.C., Alberta, Saskatchewan, and Manitoba, Pattison Media serves about 22 per cent of the Canadian population.

“We have 28 home markets and eight adjacent markets for a total of 36 that we plan to bring this to. That number is likely to grow before we launch in June,” Schween said.

AMPLIFY Canada is a 12-month initiative, launching on all Pattison Media platforms on Canada Day, July 1, 2021, which will highlight the stories of local businesses, community groups, and individuals who have amplified our communities. Those that have flourished, those that have recreated themselves and even those that might need our help to continue serving their markets. This support will come in the form of PSA campaigns, news stories, business profiles, contesting, on-air announcements, website and social media campaigns, and podcasts which will encourage us all to Think Local” first.

A minimum of 36 markets serviced by Pattison Media will also have their own locally branded AMPLIFY websites developed and designed by the company’s digital agency partner, Lift Interactive, in Edmonton. In addition, through an exclusive partnership with Everything Podcasts, Pattison Media will compile the best and most inspiring stories from across the country and further bring them to life on the AMPLIFY Canada podcast. Each monthly podcast episode will also be promoted on Pattison Media’s radio and TV stations, news portals, and the 36 hyper-local AMPLIFY Canada microsites.

AMPLIFY Canada will call on members of the public to nominate local businesses, nonprofit groups, or individuals through Pattison Media websites. With each nomination, community members will be entered to win weekly and monthly prizes and will culminate with a grand prize (estimated valued at $10,000), in June 2022.

Further details will be released in the coming weeks. AMPLIFY business nominees will be profiled in their local market for two weeks by Pattison Media outlets.

Stories will focus on how these businesses have amplified their community, by making the community a better place to live, innovated within their business vertical, or even developed a new product or service. Businesses will not be required to invest any of their own funds to participate in this initiative.

Nominations will open on June 1, 2021. AMPLIFY Canada business profiles will start on Pattison Media outlets on July 1, 2021.

Pattison Media Ltd. is the owner of 107.5 Beach Radio and the news portal Vernon Matters.